Order Effects of Sampling Sequential Products With Similar Versus Dissimilar Sensory Cues

The results of three experiments (two laboratory and one field) show that when sampling a sequence of sensory-rich products that are similar (dissimilar) on sensory cues, consumers prefer the first (last) product in the sequence. This research helps resolve conflicting findings of prior findings on order effects for experiential products.



Citation:

Dipayan Biswas, Lauren Labrecque, Donald Lehmann, and Ereni Markos (2012) ,"Order Effects of Sampling Sequential Products With Similar Versus Dissimilar Sensory Cues", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1075-1076.

Authors

Dipayan Biswas, University of South Florida, USA
Lauren Labrecque, Loyola University Chicago, USA
Donald Lehmann, Columbia University, USA
Ereni Markos, Quinnipiac University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

The Effect of Future Focus on Self-Control is Moderated by Self-Efficacy

Rafay A Siddiqui, Hong Kong Polytechnic University
Jane Park, University of California Riverside, USA
Frank May, Virginia Tech, USA

Read More

Featured

Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions

Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA

Read More

Featured

When Prominent Logos Make You Feel Competent

Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.